“This integration was one of our most requested for the year, and we moved to deliver for our users,” Benner says. “And TripAdvisor, knowing who our clients are, was very interested in partnering with us, as well.”

With its new collaboration in place, Benner believes brands will have an easier time accessing customer reviews across all of their TripAdvisor profiles and analyzing data to get a sense of sentiment at certain locations, making it possible for brands like Virgin Holidays and McDonald’s to have an easier time figuring out how to improve on local feedback.

Nearly 70 per cent of travel buyers say that enforcing policy is one of the most challenging aspects of their job, but new research also identified a large gap in traveler knowledge of policy when it comes to booking hotels.

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